The marketing strategy of < p > a href= "//m.pmae.cn/news/index_c.asp" > luxury goods < /a > has also changed the traditional way in the past. Luxury brands are aware of the influence of Internet marketing, and have begun to pfer from traditional media such as paper media to new media such as the Internet, so as to reach their target audience.

In the latest research from the Luxury Interactive Conference research team, only 6% of respondents thought that print media was the best carrier for displaying luxury products.

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< p > Internet new media advertising has occupied the space of traditional advertising. According to the data released by AI consulting, the scale of China's online advertising market in 2012 reached 75 billion 310 million yuan, exceeding the scale of newspaper advertising, an increase of 46.8% over the previous year. It is estimated that online advertising will reach 100 billion yuan in 2013, approaching TV advertising.

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In 2012, the advertising investment of luxury brands in various media also had different focuses, and video, mobile, social media and rich media achieved a higher growth rate. P

On the other hand, search engines, display advertisements and TV media are not increasing in input.

Display advertising, including online video and display advertising on mobile devices, accounts for more than half of the current luxury brand advertising budget.

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< p > the research shows that the luxury of online video < a href= "//m.pmae.cn" > brand < /a > the advertising investment has the biggest challenge to TV advertising. 43% of the surveyed brands will shift part of the budget from TV to online video, and 14% of the brands will show more proportion, and only 8% of luxury brands will not invest in online video.

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P, however, the effect of online video luxury advertising is still controversial. It is not easy to calculate the return of resources invested in online video.

The survey shows that online video is more effective than TV media in terms of brand awareness.

However, compared with the TV media, online video has no obvious advantage in establishing brand preference and brand awareness.

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< p > but in the research data of advertising agency and luxury brand advertisers, the advertising investment of the two sides in social media is also rising.

Advertising companies estimate that the proportion of luxury brands investing in social media is about 10%, while luxury brands believe that this proportion will reach 22%.

78% of the leading figures in charge of digital marketing for luxury brands said they increased their investment in social media in 2012, and 73% said they would continue to increase social media input in 2013.

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< p > many luxury brands try to interact with fans in the form of video or image. As one of the first luxury brands to try digital marketing, Burberry also shares photos from fashion show advertisements through Instagram.

75% of luxury brand retailers said they would use video to interact with their fans.

83% of luxury brand marketers say that if they choose a social media to manage, they will choose Facebook.

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< p > but digital media < a href= "//m.pmae.cn/news/index_s.asp" > marketing < /a > has become the general trend of luxury brand marketing. 81% of luxury brands increased their investment in digital marketing in 2012 compared with 2011. 53% of luxury brand marketers said they would invest 20% to 60% of their entire marketing budget to digital marketing.

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